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Sharma, Aditi
- Exploring Customer-centric Marketing Capabilities, Trust, Satisfaction, and Retention in Retail Business
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Authors
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1 Assistant Professor, Department of Commerce, University of Jammu, J&K, IN
2 Ph.D Research Scholar, Department of Commerce, University of Jammu, IN
1 Assistant Professor, Department of Commerce, University of Jammu, J&K, IN
2 Ph.D Research Scholar, Department of Commerce, University of Jammu, IN
Source
Journal of Commerce and Accounting Research, Vol 10, No 3 (2021), Pagination: 13-24Abstract
The Indian retail business has been facing escalating competition, speedy technology adoption, and diverse customer profiles. Effective new product development, pricing, channel management, and marketing communications make up the marketing mix activities that define strong specialised marketing capabilities. The right choice of marketing capabilities can help retailers satisfy, retain, and edify long-term relationships with unshaken trust among their customers. Retail firms can achieve its objectives of a long-term relationship with the customers by successful implementation of various marketing capabilities. So, this research study explores various marketing capabilities, customer satisfaction, trust, and retention in the retail sector. The study is based on the responses obtained from customers and the analysis is performed through EFA. The results indicate eight types of marketing capabilities in the retail business. Indeed, there is a moderate level of satisfaction, trust, and retention in the retail business. The study provides implications for researchers, policymakers, and retailers.Keywords
Marketing Capabilities, Trust, Customer Satisfaction, Retention, Retail Business
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